This week’s roundup includes tips to make your email marketing campaigns more effective, generate leads using your blogs, and use keyword research for determining product market fit. Learn how to leverage schema markup for driving SEO performance and grow your online brand with Google My Business. We’ve covered all of this news and much more below!

From the UpCity Blog:

  • Our manager of SEO & social media, Jordan Stella, sat down with Andew Ruditser from MAXBURST to discuss how the company grew out of Andrew’s past ventures, how they approach finding and hiring great talent to scale their team, and more!
  • Nancy L. Hohns emphasizes the importance of scenario planning to ensure your business is prepared for any disastrous situation.
  • Natasha Ponomaroff shares her tips for how small businesses can leverage photography in their social media strategies.
  • Chad Barber discusses how to choose the best SEO agency by looking at traits that are red flags and traits that signal a quality company.
  • Learn how to inject brand personality into your next video project with help from Marton Varo.

Content Marketing:

  • Follow these valuable tips from Sarah Rickerd to improve the performance of your content marketing campaigns.
  • Roderick Bauer emphasizes the need to really understand your customer and create useful content that can solve their problems if you want to boost your content marketing efforts.
  • Ryan Young discusses how content marketers can set up the right business objectives to achieve success.

Conversion Optimization:

  • William McKee offers guidance to help marketers generate more leads using their blogs.
  • Alice Jackson discusses how CRO strategies such as using effective headlines and reducing page load time can make your business more profitable.
  • Sean Standberry lists the easy steps to conduct a CRO audit.

Email Marketing:

  • Follow these tips from Lisa Maier to make your email marketing campaigns more effective in 2019.
  • Glen Palo discusses how storytelling, personalization, segmentation, and subject lines can impact the performance of your email marketing campaigns.
  • Jeremy Knight highlights the significance of content, calls to action, and design for your email marketing campaigns.

Local SEO:

  • Learn how to leverage Google My Business to grow your online brand with these tips from from Justin Herring’s blog.
  • Macy Storm presents an overview of geofencing marketing and highlights the benefits of geofencing.

Mobile Optimization:

  • Jessica Bennett highlights how a mobile friendly web design can improve your user experience and help you stay ahead of your competitors.

Reputation Management:

  • Learn how to curb the influence of negative reviews and generate positive reviews with guidance from Eugene Farber’s blog.

Search Engine Optimization:

  • Kristi Kellogg draws special attention to readability tools that can help marketers check their SEO content.
  • Jill Kocher Brown offers SEO tips for businesses that have different URLs on mobile and desktop.
  • Gim Song discusses how strategies such as guest posting, backlink analysis, and competitor analysis can help marketers rank their businesses higher in search engines.
  • Learn how to leverage schema markup to drive SEO performance and voice search with help from Loren Baker’s blog.
  • Binti Pawa’s blog lists SEO content strategies that can work for any business.
  • Learn how to use keyword research to determine product market fit with help from Aden Andrus’s blog.

Social Optimization:

  • Taylor Torres discusses how businesses can work with influencers on Instagram to reach different audiences.
  • Aleh Barysevich draws special attention to the most recent significant updates on major platforms of social media.

UI/UX Design:

  • Afshan Aziz draws special attention to the trends that are changing the future of UX.

Website Design:

  • Kim Seabrooks offers tips to help website designers instill awareness in their workforce.
  • Sean from Lyfe Marketing highlights the top 10 website metrics you should be measuring if you want to improve conversions.
  • Learn why responsive web design is important for businesses today, from Sonia Gregory’s blog.

The post Top 25 Digital Marketing Articles – Week of 08/09/19 appeared first on UpCity.



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This week’s roundup includes tips to get started with email marketing, create an effective content strategy, and improve engagement on social media. Learn how to create a positive online presence with reputation management, and make your site interesting for visitors with website design. We’ve covered all of this news and much more below!

From the UpCity Blog:

  • Our manager of SEO & social media, Jordan Stella, sat down with Robert Green from FluidRank to discuss how FluidRank got its start through a courageous leap of faith, how they’ve built their reputation on a relationship-focused approach, and more in our latest From the Ground Up interview.
  • Kurt Hoffmann discusses why reputation management for healthcare practices starts with great bedside manner.
  • Judy Yu highlights why writing for websites is different than writing other mediums and provides tips for writing effective web copy.
  • Learn the 5 secrets to getting more positive reviews with these tips from Sam Saidman.
  • Brian Taylor shares his best practices for using Facebook Messenger bots as the ultimate sales tool.

Content Marketing:

  • Deepak Chauhan draws special attention to content marketing strategies that can help marketers grow their businesses.
  • Marina Grindle highlights the benefits of content marketing and offers guidance to create an effective content strategy.
  • Learn how to revamp your content marketing strategy for voice search with these tips from Joe Williams’s blog.
  • Ian Mikrut discusses how content marketing can generate leads, build brand authority, and improve the performance of SEO campaigns.
  • Emily Gaudette’s blog presents a checklist that can help marketers improve the performance of their content marketing campaigns.

Conversion Optimization:

  • Cory Hedgepeth offers landing page optimization tips to help marketers increase conversions.
  • Follow these lead generation strategies from Nicole Martins Ferreira to get more leads and acquire new customers.
  • Learn how to generate leads with content marketing from Garnet Smuczer’s blog.

Email Marketing:

  • Jacob Cass emphasizes the need to use triggered emails and proactively grow your email list for improving the performance of your email campaigns.
  • Learn how to get started with email marketing with help from Toby Nwazor blog.
  • Manish Dudharejia highlights how triggered emails can increase conversions to your business.

Local SEO:

  • Learn how to improve the online visibility of your business on local search with these tips from Tim Capper’s blog.
  • Macy Storm emphasizes the need for choosing the right keywords and managing your reviews to drive better results from your local SEO campaigns.

Mobile Optimization:

  • Chris Gregory lists the things that marketers must do when there is a steady decline in traffic due to low mobile page speed scores.

Reputation Management:

  • Ryan Esco highlights common reputation management mistakes made by marketers and offers guidance to create a positive online presence.

Search Engine Optimization:

  • Sarah Leff busts the most common myths about SEO and offers guidance to improve the performance of your SEO campaigns.
  • George Eblacker lists the factors that are important to rank your website on search engines.
  • Tom Capper’s blog removes the common misconceptions about SEO ranking factors.
  • Emma Levy highlights 9 on-page factors that can help you boost your SEO rankings.

Social Optimization:

  • Alee King emphasizes the need to take advantage of video content, create mind blowing images, and run contests when creating an effective social media strategy.
  • Anna Izenman highlights the forms of content that can improve engagement on social media.

UI/UX Design:

  • Gregor Schmidt discusses how strategies such as optimizing your page speed, keeping pages consistent, and choosing colors widely can improve the user experience of your website.
  • Learn how to improve the user experience of your website on mobile devices with help from Lorraine Ryshin’s blog.

Website Design:

  • Igor Ovsyannykov’s blog presents fun website design ideas for marketers to try and make their websites interesting for visitors.
  • Nick Throlson lists the web design principles that are imperative for marketers to get their websites on top in 2019.

The post Top 25 Digital Marketing Articles – Week of 08/02/19 appeared first on UpCity.



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This week’s roundup includes tips to create a more effective social media marketing strategy, use content marketing to increase conversions, and refresh your local SEO campaigns. Learn how to grow and manage your email list, manage the online reputation of your business, and much more, below!

From the UpCity Blog

  • We sat down with Alex Wright to discuss how his web design and SEO agency got its start, what his biggest challenges to growth have been, and how he chooses the right clients for his business.
  • Our own manager of content and product marketing, Jordan Stella, shares his thoughts on why word-of-mouth marketing is so effective and provides a beginner’s guide to dominating WOMM.
  • Joe Forte provides a detailed look at the video production process and how you should price your next video project.
  • Learn how to set appropriate expectations for inbound marketing campaigns with help from Joachim Koch.
  • Ben Precious explains why every artist needs a social presence in 2019.
  • Leisa Chester Weir offers a short guide and infographic to help you choose the right fonts for your content marketing efforts.

Content Marketing:

  • Justin Mark highlights the significance of visual content marketing for small businesses.
  • Phillip Reinhardt emphasizes the need for defining your goals, establishing KPIs, and creating buyer personas to create an effective content marketing strategy.
  • Joe Pulizzi discusses why persistence, imagination, and desire are imperative for content marketers to achieve success.
  • Linda Grandes outlines a 5 step content marketing strategy that can increase conversions for your business.

Conversion Optimization:

  • Learn how to increase conversions on your home page with help from John E Lincoln’s blog.
  • Eric Siu underscores the need for creating a personalized user experience, improving your page loading time, and including retargeting videos to boost your conversion rate.
  • Jonathan Adolfo highlights the need to avoid common CRO mistakes and offers guidance for enhancing your CRO efforts.
  • Follow these valuable tips from Megan Yelaney to take your lead generation efforts to new heights.

Email Marketing:

  • George Meszaros draws special attention to the trends impacting email marketing in 2019.
  • Chris Kelley offers helpful tips to grow and manage your email List.

Local Optimization:

  • James Neff draws special attention to the fundamental elements of local search and highlights the benefits that it can offer your business.
  • Volha Belakurskaya lists the steps that can help marketers launch new local SEO campaigns and revamp their existing campaigns.

Mobile Optimization:

  • Victor Filoromo presents an overview of mobile-first indexing and offers helpful tips for mobile usability.

Reputation Management:

  • Abhishek Jain emphasizes the need to fortify your digital presence and ensure transparency in order to increase the online reputation of your business.

Search Engine Optimization:

Social Optimization:

  • Jacob Maslow emphasizes the need for providing interactive high-quality content and marketing across social channels to grab the attention of your audience.
  • Chelsea Clarke highlights the significance of social media Marketing for small businesses.
  • Follow these tips from Savas Zorlu to improve your next social media marketing campaign.
  • Jacob Dillon outlines the easy steps for creating a social media marketing strategy.

Website Design:

  • Mara Calvello highlights the importance of starting a blog, gaining help from professionals, and focusing on UX to improve the design of your Website.
  • Daniel Kialka lists the web design trends that will define the year 2019.

UI/UX Design:

  • Hassan Mansoor highlights the website UX principles that can boost traffic.
  • Hemendra Singh draws special attention to the UI and UX trends that can increase your profits in the year 2019.

 


Manager of Content & Product Marketing
at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.





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This week’s roundup includes tips to boost your social media optimization efforts, drive leads using content, and improve rankings in local search. Learn how to increase the ROI of your email marketing campaigns and improve the online reputation of your business. We’ve covered all of this news and much more below!

From the UpCity Blog:

  • Our own manager of content & product marketing, Jordan Stella, discusses what it means to be truly recommendable and why recommendability is so important for spinning the flywheel.
  • Marton Varo shares his tips for more effectively leveraging video in your Facebook Ad campaigns.
  • Jen Stafford helps turn your advertising and marketing spend into savings with helpful tax season tips for business owners.
  • David DeMember emphasizes the top 5 reasons why every company should consider running design sprints.
  • Dmitrii Kustov discusses why Google’s PageSpeed Insights tool is essential for web developers today.
  • Aaron Tylor shares 7 landing page strategies for generating more conversions and higher Google rankings.

Content Marketing:

  • Learn how to leverage your content strategy using email, social media, SEO and incentivized engagement with tips from Jolie Shapiro’s blog.
  • Daniel Hochuli highlights the imperativeness of understanding your audience’s intent for driving leads using content.
  • Tom J Law offers guidance for creating a content strategy that can consistently drive traffic to your website.

Conversion Optimization:

  • Christopher Mathieu presents an overview of conversion rate optimization and highlights ways to utilize the scientific method for CRO.
  • Webleadsinc lists the ways to use SEO for boosting lead generation.
  • Elise Dopson emphasizes the need to promise value above the fold, to include relevant videos, and to add trust signals if you want to improve the conversion rates of your landing pages.
  • The LBWebSoft blog discusses how strategies such as optimizing the design of landing pages and analyzing the behavior flow of users through Google Analytics can increase your conversion rate.

Email Marketing:

  • Lilach Bullock offers useful tips to help marketers engage with customers, drive conversions, and increase the ROI of their email marketing campaigns.
  • Sujan Patel discusses how tactics such as strategically personalizing, creating compelling content, and strengthening relationships can improve your email strategy.
  • Hayley George draws special attention to the email marketing strategies that can help marketers generate leads.

Local Optimization:

  • Marcel Casella discusses why it is imperative for marketers to take advantage of their Google My Business listing and listings in other directories for improving local rankings.
  • BloggingTriggers highlights the significance and benefits of local SEO for small businesses.

Mobile Optimization:

  • Johannes Selbach offers tips to use mobile URLs and responsive design for optimizing websites from an SEO standpoint.

Reputation Management:

  • Jay Kang draws special attention to strategies that can help marketers improve the online reputation of their businesses.

Search Engine Optimization:

  • Mysti French discusses how an SEO agency can support your business and lists the parameters for you to evaluate the agency.
  • Billy Crawford lists the steps that SEO marketers can take to bring their websites back on track if they have been negatively affected by an algorithm update from Google.
  • Learn how to improve your search engine placement with SEO with tips from Ryan Esco’s blog.

Social Optimization:

  • Jessica Lago offers tips for integrating your content marketing and social strategies, to have customers engage with your brand and enhance your business.
  • Lauren Teague lists the trends that will influence your social media strategies in the year 2019.
  • Shubham Gaikwad emphasizes the need for using accurate keywords in blog posts and optimizing your social media profiles to boost your social media optimization efforts.
  • Taylor Nelson offers guidance to design professional Facebook Ad images that can drive conversions for your business.

Website Design:

  • Dustin Reed draws special attention to the cutting edge web design trends that small businesses must embrace in the year 2019.
  • Brent Heslop discusses how businesses can boost lead data, shorten the sales cycle, and provide consistent marketing experience across channels by integrating marketing and IT.

UI/UX Design:

  • GraphicsBeam highlights the need to make site navigation easy for improving the user experience of your site.
  • Bartek Bialek offers valuable tips to help marketers ensure a pleasant user experience on their website.

The post Top 25 Digital Marketing Articles – Week of 04/05/19 appeared first on UpCity.



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With reports of fake reviews filling the sites of online retailers like Amazon and Walmart, consumers need to be warier than ever when shopping online. According to studies conducted by FakeSpot and the Washington Post, certain product categories like consumer electronics, beauty, nutritional supplements, and clothing are actually dominated by fraudulent, purchased reviews. In fact, a recent FTC lawsuit shows that even the U.S. government is taking notice of this increasingly pressing issue.

Consumer-generated content, like reviews, make up the foundation of a successful online marketplace. By providing consumers with honest, unbiased opinions from similar-minded people, marketplaces are able to enhance the shopping experience and allow their customers to make more informed purchase decisions. Or at least that’s the way it’s supposed to be.

A Crisis of Consumer Trust

Today’s consumers are beginning to doubt the validity of user-generated content on some of the world’s most successful online marketplaces. For companies like Amazon and Walmart, the consequences are clear. If customers are not able to trust the authenticity of reviews on a given platform, they’re more likely to navigate away while they perform their pre-purchase research and less likely to participate in adding new reviews. For retail brands and service-based businesses, this means fewer reviews, less social proof, and a much more difficult reputation-building process.

This crisis of trust comes at a time when most companies are increasingly placing consumer-generated content like reviews on the front burner of their marketing efforts. According to a recent Brightlocal survey, 85% of consumers trust online reviews as much as personal recommendations and the average consumer reads 10 online reviews before feeling able to trust a business. The same study found that 57% of consumers will only use a business if its average review rating is 4 stars or more. For businesses hoping to woo potential customers online, these statistics paint a potentially problematic picture: if the majority of reviews across the web are fraudulent and purchased, how can those following white-hat practices compete? Unfortunately, the answer isn’t that simple.

Winning Back Consumer Trust

The fact of the matter is that fake reviews are rampant and it’s the responsibility of platforms like Amazon to take a more firm stance against review fraud. Government or industry regulations around consumer-generated content are non-existent, making a generalized solution to the problem somewhat difficult to achieve. While some sites leverage automated validation processes to catch the more obvious cases of review fraud, these systems can be easily manipulated or fooled. In the past, web giants like Amazon have attempted to ban “incentivized reviews” and have even gone as far as pursuing legal action against freelancers hired to write fake reviews on their site.

At UpCity, we’ve taken our validation process for consumer-generated content one step further. We believe firmly that it is our responsibility to verify the credibility of the consumer-generated content we display. When we first introduced reviews in January 2017, we made a commitment to ensure that every review on our marketplace would be manually verified by our quality team. While we also employ automated validation processes, our team then verifies the identity of each reviewer and their association with the marketing service provider they are recommending. By taking proactive measures like these against review fraud, we hope to preserve the integrity of our marketplace and strengthen the trust that consumers have in our recommendations.

The Future of Digital Word-of-Mouth

More stringent policies against review fraud and more intensive validation processes are steps in the right direction, but what’s next for the future of digital word-of-mouth? Competition in the digital space grows fiercer by the day, and with so many marketing options available to modern businesses, it’s becoming increasingly crucial to turn your customers into an army of loyal advocates for your brand. Word-of-mouth is personal, saves time, and most importantly, doesn’t cost a thing!

Reviews form the foundation of your online reputation. If your business hopes to tap into the potential of digital word-of-mouth, there’s no doubt that you’ll have to deal with increased competition fueled by review fraud, but that shouldn’t deter you! In fact, a study conducted at Elon University found that 65% of consumers trust digital word-of-mouth more than advertising content created by brands. The best thing modern businesses can do is take a proactive approach to online reputation management. Provide great service, forge strong client relationships, and don’t be afraid to ask a client to leave a review!


Manager of Content & Product Marketing
at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.





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Experience builds trust. Trust builds loyalty. That’s the crux of B2B marketing today. Customers are more likely to remember bad experiences and spread the word among the buyer community. However, experience has moved beyond reputation management initiatives. Today, it’s part of digital transformation that separated high-performing marketing and sales teams from laggards in the MarTech hype cycle.

It’s practically hollow to expect Marketing Technologies to deliver on ROI without analyzing their impact on customer experience. Be it for B2B or B2C, there is ample buzz around the serious business results achieved with the successful adoption of customer experience measures.

According to Salesforce, “Among all high-performing marketing teams, 54% lead customer experience initiatives!” In the age of connected and concerted Marketing-Sales-Advertising efforts, analytics and mapping customer experience have become absolutely vital.

In the MarTech ecosystem, “60% of marketing teams track customer satisfaction, 59% track retention rates, and 53% share common goals and metrics with service teams.”

By 2020, all aspects of marketing and sales would see better adoption of Customer Data Platforms that meet higher expectations in CX.

The definition of customer experience has undergone a significant evolution with the maturity of data science, AI and Machine Learning, Marketing Automation and data privacy frameworks. Analytics suggest that CX expectations in 2019 have achieved industry-recognition globally, sans debate.

Today, customer experience journeys and their mapping have become the launch pads to initiate any marketing and sales campaign. To understand why marketing and sales teams can no longer ignore customer experience initiatives, we spoke to leaders from Marketing Technology companies.

Marketing Technology News: Wikipedia and YouTube Dominate Search Results Globally, a New Study Finds

Branded Content: The Star of the Show

Darren Guarnaccia, Chief Product Officer at Crownpeak, said, In recent years, we have seen marketing platforms balloon in complexity and breadth, causing frustration among marketers. Technological advancements have led to an explosion in software components causing the ‘feature-adding’ arms race that we see today.”

Darren continued, “Not only are these platforms’ ‘bolted-on’ features complex and often unnecessary to the marketers using them, they also tend to be largely disconnected from one another, causing a lack of efficiency. As we head into 2019, I see a return to best of breed technologies and a move towards more simplified and streamlined MarTech solutions and processes. Success lies in tech that works in a simple, more easily adopted way that improves a marketer’s effectiveness and agility. This ability to respond rapidly to the ever-changing market opportunities will only increase in importance in the coming year and the complexity of most marketing stacks are getting in marketers’ way.”

“Lastly, content will re-emerge as the star of the show as brands look to build customer experiences that are valued by their customers. Content earns the brand the right to continue to engage their customers and provides a compelling reason to voluntarily share their personal data with that brand willingly. The best brands will offer consumers transparency in the use of their data and control of how their data is used,” he added.

Why You Need Accurate Attribution to Win With Customer Experience?

Ant Hearne, CMO at Rokt, said, “Customer journeys cross over an increasing number of channels and devices, becoming even more complex with every new connected device that is launched. Adopting more scientifically rigorous measurement methods, such as incrementality, is now essential for anyone looking to understand the true value of every customer interaction.

“Competition is only going to get fiercer and it is not enough to simply assume tactics are working. Traditional attribution methods often require some level of guesswork and don’t deliver the accuracy required to truly understand the value marketing delivers. Only those who recognize the need for precise measurement of campaign success will remain competitive as pressure to meet business objectives continues,” he concluded.

Video and Mobile: Breaking the Halo Effect

For a large part of the decade, we have been hearing about Video Advertising and Mobile Marketing becoming the ubiquitous platforms to deliver customer experience. With mobile CRMs, live streaming and event automation growing faster than initial anticipation, we see the halo effect broken among disillusioned marketers who thought it’s OK to overlook mobile as a marketing channel. For example, Instagram advertising has exploded as the go-to marketing and advertising platform in 2018.

Noam Neumann, COO, Glispa, said, “Video Advertising surged in 2018 and mobile is expected to account for almost 50% of the total US ad spend by 2022. As brand advertisers look to find increasingly creative ways to engage their users, playable ads can provide the answer, with seven out of ten advertisers claiming they are highly effective.

Noam added, “Despite the initial slow adoption of interactive ads, 2019 will see them flourish, as more marketers realize the creative potential of this ad format. With the ability to generate high user engagement, enhance the user experience and reduce ad fraud, playables will continue to provide new opportunities for mobile advertising in 2019 and beyond.”

Marketing Technology News: Aivo Gave 3.5 Million Hours Back to People During 2018 with Its AI Technology

Hello, TV! Taking the Veil Off TV Advertising….

Daniel Gulick, Head of Customer Success, TVSquared, said, “The US still commands impressive TV viewing figures — with the average American adult spending four hours and 46 minutes a day watching live and time-shifted TV. Up to three times the number of US millennials watch ad-supported TV than use YouTube or Facebook. TV’s reach is hard to beat, which has helped to establish the US TV market as one of the most advanced on the globe. But this year, developing a winning campaign strategy to primed, engaged audiences is crucial — particularly since media fragmentation is not slowing down.

“TV advertisers need to go beyond the ‘what, when and how’ of TV attribution, and dive into the ‘who’ behind TV performance. The most sophisticated marketing strategies will leverage both behavioral and demographic data — which goes well beyond age and gender — to identify and then target the audience segments that both respond and convert due to TV ads. In 2019, we can expect to see more TV advertisers using both probabilistic and deterministic data to gauge a deeper understanding of consumer response patterns to ensure content is consistently relevant for the right viewers,” he added.

Data Privacy: Is it the Thorn in Fulfilling Customer Experience Promises?

 Brian Kane, COO and Co-Founder, Sourcepoint, said, “Data privacy and consent will continue to be key themes as we move into 2019 following both the implementation of the EU’s GDPR and the signed California Consumer Privacy Act. For publishers’ strategic planning, consent is not only critical to meet ever-increasing regulation but also to build consumer trust and choice about how their personal data is used.”

“We expect there to be varying opinion and debate about the need for further legislation, with industry bodies advocating for self-regulation, while other groups push for GDPR-like regulation. We also think there will be calls for federal approaches to privacy regulations – such as Senator Ron Wyden’s proposed Consumer Data Privacy Act vs. state-based – to avoid complexities associated with doing business in the United States with privacy regulations that vary from state to state.

“Looking forward, publishers will bring privacy to the forefront, while working to refine and improve their approach to consent management. Future-facing media companies will begin to view consent as yet another user preference that can be leveraged to provide tailored digital experiences. By concentrating on enhancing the quality of the user experience, both publishers and consumers will enjoy a greater level of transparency, leading to relationships built on trust and choice,” he added.

Marketing Technology News: dataxu Debuts TotalTV Marketplace, World’s Largest Pool of Advanced TV Inventory

With the hope and confidence that we would see further disruptions to the definition and scope of Customer Experience in 2019, especially in customer service, we expect business initiatives to accelerate further around swift integration Marketing Automation, Content Marketing, Customer Data, Marketing Analytics, Advertising, People-based Marketing, and Interactive Customer Service.

To participate in our MarTech Insights Series, drop us a line at news@martechseries.com





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As more brands continue to invest in their online persona and digital marketing initiatives, it’s becoming increasingly important for marketing service providers (MSPs) to verifiably demonstrate the value of their work. The most successful and recommendable MSPs push to measure the impact their work has beyond a simple transactional level; by mapping and tracking multiple touch points throughout the customer lifecycle.

Know Your Client Inside and Out

When it comes to choosing appropriate key performance indicators (KPIs), it’s crucial to go beyond the surface level of sales. Every client has a different set of core business objectives, so the web analytics strategy that you implement should align with those objectives and be catered to your customer’s overall vision of success. The first step in defining the key performance indicators for a given campaign is to get to know the needs of your client and their business.

“Meet with your client. Call them on the phone. Shoot them an email. However you prefer to communicate, just get it done! Learn the history of your client. Meet or talk to the people that work there. Find out a bit about their local area. Get to know their business’s previous and current struggles. Discover the ways in which their business has had success in the past.”*

Once you have a deep understanding of your client and their business, you can more effectively map out the touch points that you’ll track and the metrics you’ll use to measure success. There are three key areas that you’ll want to focus on when it comes to mapping KPIs at different phases of the customer journey:

  1. Acquisition
  2. Behavior
  3. Conversion

Allow the Customer Journey to Determine Your KPIs

Keep in mind: these are only a few of the most common KPIs that marketing service providers track. The possibilities are endless!

Acquisition

Websites without a steady stream of traffic are dead in the water. Regardless of the amount of time you’ve spent designing your site and crafting the perfect copy, there won’t be any action further down the funnel until you start to attract new visitors. Luckily, there’s no shortage of opportunities to demonstrate the effect you’ve had on generating new traffic!

1. Traffic by Channel

Google Analytics captures and records the performance of each of your marketing channels so you can clearly attribute traffic to individual campaigns; how granular you’d like to get in your reporting is up to you.

Each channel will increase depending on the number and type of marketing campaigns you put in place. Strong search engine optimization will lead to an increase in organic search traffic; great PR work and reputation management may lead to increases in direct and referral traffic. It’s up to you to determine which channels you’ll focus on in order to tell the most compelling narrative of success to your client.

2. Users/New Users

In the screenshot above, you may notice that there are multiple data points in the columns labeled Acquisitions. Google Analytics provides more than one metric in each category so that you have more flexibility in determining what constitutes success for each campaign. A client looking to increase their brand visibility may be more interested in the number of new users to their site, whereas a client looking to increase user retention or new user sign-ups may be more concerned with the total user number.

3. Sessions

Depending on your client’s goals, it may be more beneficial to focus on sessions versus users. For example, a client hoping to increase the engagement rate of their current customer base may hope to increase the number of monthly sessions that their site receives.

Behavior

Once a user has landed on a site, understanding how they interact with and flow through the various subpages is essential. Under the Behavior area in Google Analytics, you’ll find a number of reports that include metrics like page views, average time on page, bounce rate, and more. These metrics will allow you to map the ways in which your work on the website have directly affected customer behavior.

1. Page Views

Describing the total amount of traffic you’ve generated is important when discussing the acquisition phase, but when focusing on user behavior and the next step of the customer journey, it’s necessary to get more granular. We all know website design projects and digital marketing campaigns involve new pages, new menus, and new forms. Being able to track which areas of the site are most engaging and effective is crucial. In Google Analytics, the Site Content section will provide numerous views to allow you to analyze the performance of individual pages on a site.

2. Average Time on Page

Being able to show a client that a page you created is garnering a significant amount of new page views is great, but not if those users are dissatisfied. A simple way to understand the effectiveness of a page is to analyze the average time that a user is spending on the page. Depending on the purpose of a page, it may be more beneficial to have a longer average time on page. For example, a lengthy and informative pillar page should keep visitors reading; alternatively, sites with video may have longer average time on page, since users will be watching a clip and remaining on the page. In contrast, an FAQ page or a contact page should have a comparatively lower average time on page since you expect users to find information quickly.

3. Bounce Rate

To take an analysis of page interactions one step further, you may want to look at the bounce rate of individual pages on a site. In Google Analytics, the bounce rate metric shows the percentage of sessions that include only a single page visit and zero interactions. In other words, if a user visits your site and leaves without interacting at all, that session will be considered a “bounce.” A high bounce rate isn’t always a negative! As in the example above, depending on the objective of a page a high bounce rate may actually indicate success. For example, an FAQ page that seeks to provide users with quick and simple answers to everyday questions might have a bounce rate that verges on 90% or higher; this could indicate that users were able to quickly find the info they needed and then left. Ultimately, it’s up to you to determine how to interpret the data.

Conversion

What exactly constitutes a conversion will differ from client to client based on their overall business objectives. E-commerce clients may want to increase website sales or newsletter sign-ups; service-based clients may want to increase the number of calls they receive or the actual number of bookings the site generates. Regardless of what type of conversion is chosen, this should be clearly defined at the start of a campaign so all parties are on the same page since conversions come in many forms.

Note: tracking conversions requires the additional setup of goals in Google Analytics.

1. Number of Conversions

Once you set up a goal in your account, Google Analytics will begin to track the number of conversions that take place connected to this goal. Number of Conversions on its own is a powerful metric; however, it is best used in conjunction with fiscal data from your client to calculate the ROI of your campaigns. Be sure to ask your client the average value of a conversion for their business. Remember that this will differ depending on the conversion type you choose: a phone call and a closed sale may both be conversions, but they aren’t valued the same. Once you understand the value of each conversion type for your client, you’re able to multiply the total number of conversions by that number to provide a monetary value for ROI.

2. Conversion Rate

When comparing the effectiveness of two pages side by side, it’s often easier to compare their respective conversion rates over a defined time period rather than the total number of conversions. Conversion rate is the total number of conversions divided by the total number of visitors a page received during a given time period, giving you a better idea of a site’s top performing pages. A page that receives 100 visits and converts 50 of them is much more powerful than a page that receives 5 visits and converts all 5.

Use Multiple Metrics to Demonstrate Success

The most important lesson to be learned when it comes to web analytics is that one metric is never enough. Numbers don’t lie, but interpretations do. Before presenting a particular narrative to your client, be sure that you have the necessary data to support it. Following the suggestions outlined above will help you track and analyze the effect of your work for your clients in a compelling and data-backed way.

 


Customer Success Manager
at

Jordan J Stella is a digital marketing professional whose passion is to help brands find their voice, tell their story, and connect with real people. As Customer Success Manager for UpCity, Jordan helps clients integrate our Agency Growth Engine into their existing workflows and processes.





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This week’s summary consists of suggestions to prepare your Social Media messages in an efficient way, boost the efficiency of Email Marketing projects, and also develop a wise site making use of UX Design methods.

Learn exactly how to drive Conversions with A/B screening, and also embrace an aggressive strategy for handling your Online Reputation. We’ve covered every one of this information and also far more listed below!

From the UpCity Blog:

  • Jared Carrizales looks at exactly how to pitch a web link structure project to your customer.
  • Tim Husband shares the 8 crucial plugins for startups.
  • Shawn Moreau goes over the leading online industries and also exactly how to select the best one to market your items.
  • Michelene Maguire highlights the most effective methods to utilize Google My Business to obtain even more consumers.
  • Tyler Suchman assemble the most effective WordPress plugins for advertising and marketing and also SEO.

Content Marketing:

  • Leigh Andrews’s blog site attracts unique interest to the Content Marketing patterns you can anticipate to see in the year 2019.
  • Wendy Dessler highlights the requirement for recognizing your target market well and also buying video clip Content, to develop an efficient Content Marketing method.
  • Jess Anguiano goes over exactly how the current patterns such as interactivity, live video clips, voice search and also boosted truth will certainly affect Content Marketing in the year 2019.
  • Ann Wanserski highlights the requirement to boost the high quality of Content and also develop a posting timetable, for improving your Content Marketing initiatives.

Conversion Optimization:

  • Learn exactly how to utilize A/B screening for driving Conversions, from Shane Barker’s blog site.
  • Ragnar goes over exactly how strategies such as enhancing mobile design and also boosting website rate, can boost the Conversion price of your site.
  • Follow the beneficial suggestions from Tyson Quick to boost Conversions from your touchdown web pages.

Email Marketing:

  • Aastha Sirohi goes over exactly how customization, aesthetic advertising and marketing and also occasion advertising and marketing will certainly affect your Email Marketing methods in the year 2019.
  • Michael Del Gigante highlights exactly how video clip web content and also customization should be taken into consideration by online marketers, to boost the efficiency of Email Marketing projects.
  • Tarun Gupta provides the Email Marketing patterns that you should incorporate right into your methods, to remain in advance of the competitors in the year 2019.

Local Optimization:

  • Megan Breakenridge highlights exactly how Local SEO can aid online marketers advertise their companies to possible consumers and also obtain a huge client base.

Mobile Optimization:

  • Nilesh Sharma highlights the importance of Mobile very first indexing in today’s situation and also goes over exactly how Mobile very first indexing can affect your SEO projects.

Reputation Management:

  • Learn exactly how to embrace an aggressive strategy for handling your Online Reputation, from Chris Sharkey’s blog site.

Search Engine Optimization:

  • Sasha Linssen goes over exactly how methods such as targeting keyword phrases, developing in-depth web content and also mining information should be implied in your SEO strategy throughout the year 2019.
  • Mike Khorev details the internet optimization methods that are crucial for SEO online marketers to apply in the year 2019.
  • Alex Jone highlights the site layout errors that can adversely affect your SEO projects and also supplies support to boost your SEO initiatives.
  • Learn exactly how to deal with your technological, on-page and also web link structure facets of SEO for boosting SEO positions, from Eric Melillo’s blog site.

Social Optimization:

  • Follow the suggestions from Brian Seo for taking your organisation to a brand-new high with Social Media.
  • Learn exactly how to prepare and also arrange your Social Media messages in an efficient way, from Jennifer Kelly’s blog site.
  • Brent Barnhart highlights the relevance of investigating your target market and also comprehending the competitors, to developing an efficient Social Media Marketing strategy in 2019.
  • Garrett Holmes supplies valuable suggestions to aid online marketers make use of web content for boosting their Social Media methods.

Website Design:

  • Sarah Leff’s blog site goes over exactly how making use of sector certain shades and also development of a solid brand name identification, will certainly be the centerpiece of Website Design methods in the year 2019.
  • Matt Stewart supplies handy Web Design suggestions for the year 2019, from the perspective of safety and security.

UI/UX Design:

  • Hermit Chawla’s blog site gives UX Design suggestions to aid online marketers develop a wise site.
  • Learn exactly how to boost the User Experience of your site for driving optimum conversions, from Kristel Staci’s blog site.





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This week’s roundup contains suggestions to enhance your Social Media technique, make your Emails extra participating, and enhance the efficiency of your website positioning campaigns.

Learn to keep forward of the curve with Content material Advertising, and enhance model fairness by leveraging Internet Design tendencies. We’ve lined all of this information and, way more, beneath!

From the UpCity Weblog:

  • Scott Julewitz discusses the best way to tie to website positioning.
  • Stephen Akhterov goes over the best way to use social media successfully to your small enterprise.
  • Alejandro Uria shares 9 communication instruments to streamline your regulation apply in 2019.
  • Nick Bosch goes over schema and solutions incessantly requested questions on it.

Content material Advertising:

  • Learn to drive site visitors and amplify the attain of your B2B Content material Advertising campaigns, from Tom Whatley’s weblog.
  • Mike discusses how video Content material, chatbots and voice search will affect the methods of Content material Entrepreneurs within the yr 2019.
  • Aaron Agius lists the highest tendencies that entrepreneurs should adapt within the yr 2019, to remain forward of the Content material curve.

Conversion Optimization:

  • Chelsi Johnson discusses how ways akin to incorporating movies, creating snappy taglines and displaying your telephone quantity clearly, can enhance Conversions to your web site.
  • Comply with the precious suggestions from Allen Bayless to extend Conversions out of your touchdown pages.
  • Bryan Lim attracts particular consideration to the belief alerts that may assist entrepreneurs enhance the Conversion charges of their companies.
  • Evaldas M’s weblog presents an summary of CRO and discusses the methods that may enhance your Conversion charge.

Electronic mail Advertising:

  • Learn to make your Emails extra participating, from Roman Kniahynyckyj’s weblog.
  • Carly Brantz highlights how customized Electronic mail content material, animated GIFs and dynamic content material will dominate the sphere of Electronic mail Advertising within the yr 2019.
  • Comply with the Electronic mail Advertising suggestions from Nicole Malczan to extend your open charge, click on via charge and conversions.
  • Souvik Banerjee affords helpful suggestions to assist entrepreneurs make their Electronic mail topic traces extra clickable.

Native Optimization:

  • Jose Cruz discusses how methods akin to making a Google Place account, optimizing net web page info and sustaining the consistency of NAP, can improve your Native website positioning efforts.

Cell Optimization:

  • Aarav highlights why it’s crucial for entrepreneurs to have Cell pleasant web sites for his or her companies.

Fame Administration:

  • Azib Yaqoob outlines the strategies that may assist entrepreneurs to create an efficient On-line Fame Administration technique.

Search Engine Optimization:

  • Brent Wildman underscores the necessity to incorporate embeddable photos, embody podcasting and implement a feedback part, for enhancing your website positioning efforts.
  • Diona Kidd attracts particular consideration to the key website positioning modifications that may affect the optimization methods of entrepreneurs.
  • Be taught why website positioning entrepreneurs should pay explicit consideration to the onsite content material and offsite hyperlink constructing of latest web sites, from Sam Merritt’s weblog.
  • John Hughes’s affords steerage to drive web site site visitors and enhance the efficiency of your website positioning campaigns in an efficient method.

Social Optimization:

  • Vanessa Charette affords steerage to assist entrepreneurs align their Social Media methods with their enterprise targets.
  • Charli Day highlights the methods that may assist entrepreneurs plan and enhance their Social Media campaigns within the yr 2019.
  • Aaron Chichioco underscores the necessity to set related targets, phase audiences and perceive the aggressive panorama, for bettering your Social Media technique.
  • Be taught why it’s important for Social Media entrepreneurs to pick a specific posting schedule, carry out A/B testing and create particular plans for various channels, from Hitesh Bhasin’s weblog.

Web site Design:

  • Tom Lauck attracts particular consideration to groundbreaking Internet Design tendencies that entrepreneurs should leverage in 2019 to enhance model fairness.
  • Sherice Jacob highlights how reasonable images, daring illustrations and eye catching graphics might be integral to your Internet Design methods in 2019.

UI/UX Design:

  • Learn to enhance the scrolling expertise of your web site with UX Design, from Abdul Suleiman’s weblog.





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This week’s summary consists of pointers to create leads with Social Media, make your Content Marketing methods extra efficient, and also ranking greater in Search Engines by thinking about the noticeable SEO elements.

Learn exactly how to construct brand name recognition with Email Marketing and also advertise your Local service. We’ve covered every one of this information and also, a lot more, listed below!

From the UpCity Blog:

  • UpCity introduced the Excellence Awards in very early 2019, commemorating the top 1% of advertising and marketing provider. We’re enjoyed formally reveal the 2019 UpCity Excellence Award Winners!
  • Stephanie Effken talks about exactly how sellers can make use of Google My Business for SEO success.
  • Noah Labhart looks at exactly how an application can link the electronic and also physical experiences of your brand name.

Content Marketing:

  • Terri Ling notes the anticipated patterns in the year 2019 that marketing professionals can include right into their Content Marketing methods to make it extra efficient.
  • Rhonda Bradley attracts unique interest to one of the most considerable Content Marketing patterns of 2019, and also supplies support to produce Content that can attract attention in the competitors.
  • Learn exactly how to produce advertising and marketing Content that can transform leads, from Scott Pressimone’s blog site.

Conversion Optimization:

  • Dmitry Dragilev highlights exactly how methods such as boosting customization of the touchdown web page, developing a feeling of seriousness, and also maintaining your brand name messaging concise can raise sales.
  • Li Du highlights the requirement for boosting CTA switches, enhancing touchdown web pages, and also paying attention to your clients to increase your site’s Conversion price.
  • Marcus Svensson’s blog site gives efficient list building suggestions to aid marketing professionals expand their target markets.
  • Learn exactly how to create even more Conversions via social networks in a special fashion from Thalla Lokesh’s blog site

Email Marketing:

  • Learn exactly how Email Marketing can offer a clever service to connect with your target market, locate brand-new clients and also expand your service, from Amreen Bhujwala’s blog site.
  • Sarah Hetrick highlights the means to make use of Email Marketing for developing brand name recognition.
  • John Stewart supplies important pointers to aid marketing professionals produce a reliable Email Marketing method.
  • Maria Valdez Haubrich details the vital metrics that marketing professionals should gauge for reviewing the efficiency of their Email Marketing projects.

Local Optimization:

  • Eric Sachs highlights the various kinds of web content that can be made use of by marketing professionals to advertise their Local organisations.

Mobile Optimization:

  • Katie Hurley talks about exactly how a Mobile pleasant site can aid marketing professionals raise sales.
  • Learn exactly how to prepare and also implement a Mobile method, from Nick Rojas’s blog site.

Reputation Management:

  • Hr Hamid highlights the relevance of Online Reputation Management solutions in today’s situation.

Search Engine Optimization:

  • Kandice Wilson notes the noticeable SEO elements that marketing professionals should think about, for rating their internet sites high in Search Engines.
  • Nick Brown talks about exactly how voice search, individual intent, structured information and also excellent web content will certainly trend in the area of SEO throughout the year 2019.
  • Jenna Brandon attracts unique interest to the anticipated SEO patterns in 2019, for aiding marketing professionals reach their target market in a reliable fashion.

Social Optimization:

  • Learn exactly how to create leads with Social Media, from Shane Barker’s blog site.
  • Follow the important pointers from Mackenzie Maher to overhaul your Social Media method in the year 2019.
  • Jena Bezesky talks about exactly how upright video clips, neighborhood collections and also customized advertising and marketing will certainly be the noticeable Social Media patterns, in the year 2019.
  • Merry Waran stresses the requirement to have clear CTAs, make use of visuals and also include engaging advertising and marketing messages, for utilizing truth possibility of Social Media.

Website Design:

  • Catherine Park highlights exactly how the Website Design patterns in 2019, will certainly be primarily regarding saturated color design, bit computer animations, internet computer animation and also individualized pictures.
  • Rajinder Singh talks about exactly how including the most up to date Web Design patterns, can make your site extra appealing with an appealing mix of incredible typography and also eye appealing photos.

UI/UX Design:

  • Iren Korkishko highlights the major methods of the UX Design procedure together with the most up to date patterns, to aid marketing professionals take their UX Design initiatives to a brand-new high.





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This week’s summary consists of ideas to develop a reliable B2B Social Media approach, increase the efficiency of your Content Marketing projects, and also enhance your internet site’s Conversion price.

Learn just how to expand your Email listing, and also boost your business’s Online Reputation. We’ve covered every one of this information and also, a lot more, listed below!

From the UpCity Blog:

  • Learn even more concerning 5 UX strategies that will certainly produce greater conversion prices.
  • Jillian Papa goes over just how changing from spread sheets to CRM will certainly aid you expand.
  • Chris Dreyer shares 6 methods to obtain your law office’s GMB account on Google’s very first web page.

Content Marketing:

  • Eva Webster attracts unique interest to the evergreen Content layouts that can produce lasting web traffic to your internet site.
  • Learn just how to develop a B2B Content Marketing approach in the year 2019, from Michael Bibla’s blog site.
  • Maulik Patel highlights the blunders that Content Marketers need to prevent in the year 2019 and also supplies assistance to increase the efficiency of their Content Marketing projects.

Conversion Optimization:

  • Jayson DeMers stresses the requirement for staying clear of fancy styles, utilizing solid activity words in headings and also consisting of reviews, to enhance your internet site’s Conversion price.
  • Learn just how to reduce your touchdown web page’s bounce price and also rise Conversions, from Lexie Lu’s blog site.
  • Follow the beneficial ideas from Vincent Sevilla to boost your website’s Conversion price in the year 2019.
  • Kelly Campbell’s blog site highlights just how the function of CRO expert covers CMS and also study devices, internet analytics, individual experience and also technological task administration.

Email Marketing:

  • Amir Chitayat’s blog site emphasizes the requirement to prevent poor Email Marketing techniques and also supplies assistance to boost your Email Marketing initiatives.
  • Tim Fitzpatrick supplies assistance to enhance your Email Marketing for a neighborhood target market.
  • Learn just how to make use of customization to make your Email Marketing projects a lot more impactful, from Rebecca Wojno’s blog site.
  • Brad Friedman’s blog site describes means to aid marketing professionals expand their Email listings.

Local Optimization:

  • Thomas highlights the importance of Local SEO for local business and also goes over just how Local SEO can drive wonderful outcomes for your small company.

Mobile Optimization:

  • Jacinda Santora provides the touchdown web page ideal techniques and also optimization strategies that can increase your involvements and also conversions on Mobile.
  • Mike Stewards emphasizes the requirement to have a receptive theme, guarantee appropriate font style dimension and also make use of high resolution pictures, for making your internet site a lot more Mobile pleasant.

Reputation Management:

  • Alaina Stuckey stresses the requirement for asserting your Google My Business account and also establishing Google signals to boost your business’s Online Reputation.

Search Engine Optimization:

  • Francisco Nieves highlights just how SEO continues to be a vital advertising device for marketing professionals in the year 2019.
  • Jobin John provides the SEO web link structure methods that would certainly be of no make use in the year 2019.
  • Colton Miller offers a summary of the vital SEO subjects that controlled search in the year 2018 in addition to the SEO forecasts for the year 2019.

Social Optimization:

  • Andrew Clark highlights just how Social Media can promote long-term connections with clients and also emphasize client’s experiences, consequently aiding your organisation.
  • Shruti Panwar provides the anticipated patterns that can be included in your Social Media approach, in the year 2019.
  • Learn just how to develop a reliable B2B Social Media approach that can drive leads, from Emil Kristensen’s blog site.
  • Annaliese Henwood supplies assistance to make use of Social Media outreach for enhancing internet site web traffic.
  • Roxanne Genier goes over means to boost your Social Media visibility and also recognize just how Social Media can affect your SEO positions.

Website Design:

  • Chelsi Johnson goes over just how chatbots, mini communications and also video clip material can trend in the area of Website Design throughout the year 2019.
  • William McKee highlights just how receptive layout and also computer animations will certainly affect Web Design in the year 2019.





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